Data-Driven Marketing for Strategic Success

Albérico Travassos Rosário (GOVCOPP, IADE - Universidade Europeia, Portugal), Rui Nunes Cruz (UnidCom, IADE - Universidade Europeia, Portugal), and Luis Bettencourt Moniz (Instituto Português de Administração de Marketing, Portugal)

Indexed In: SCOPUS

DOI: 10.4018/979-8-3693-3455-3

ISBN13: 9798369334553|ISBN13 Softcover: 9798369349144|EISBN13: 9798369334560

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Description & Coverage

Description:

In the field of modern marketing, a pivotal challenge emerges as traditional strategies grapple with the complexities of an increasingly data-centric world. Marketers, researchers, and business consultants find themselves at a crossroads, navigating the intricate intersection of data science and strategic marketing practices. This challenge serves as the catalyst for Data-Driven Marketing for Strategic Success, a guide designed to address the pressing issues faced by academic scholars and professionals alike. This comprehensive exploration unveils the transformative power of data in reshaping marketing strategies, offering a beacon of strategic success in a sea of uncertainty.

This book transcends the realm of traditional marketing literature. It stands as a useful resource, not merely adding elements to ongoing research but shaping the very future of how researchers, practitioners, and students engage with the dynamic world of data-driven marketing. It is strategically tailored to reach a diverse audience, offering valuable insights to academics and researchers exploring advanced topics, practitioners in the marketing industry seeking practical applications, and graduate students studying data science, marketing, and business analytics. Policymakers, ethicists, and industry regulators will find the dedicated section on ethical considerations particularly relevant, emphasizing the importance of responsible practices in the data-driven marketing landscape.

Covering foundational concepts and advanced applications, the book delves into customer segmentation, predictive analytics, sentiment analysis, marketing attribution modeling, dynamic pricing optimization, ethical considerations, and future trends. Real-world case studies provide practical insights for marketers and data scientists, ensuring a comprehensive understanding of the transformative potential of data science in marketing. Data-Driven Marketing for Strategic Success is an indispensable compass, guiding both scholarly discussions and practical success in the ever-evolving domain of modern marketing through the strategic integration of data.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Augmented Reality in Marketing
Cross-Channel Marketing Optimization
Customer Segmentation and Targeting
Data-Driven Marketing
Dynamic Pricing Optimization
Ethical Considerations in Data-Driven Marketing
Fraud Detection and Prevention
Future Trends in Data-Driven Marketing
Interdisciplinary Perspectives
Marketing Attribution Modeling
Personalization and Recommendation Systems
Predictive Analytics for Customer Behavior
Sentiment Analysis in Social Media
Virtual Reality in Marketing

Reviews & Statements

Data-Driven Marketing for Strategic Success offers a comprehensive guide to navigating the complexities of modern marketing in a data-centric world. This essential resource provides academic scholars, marketing professionals, and students with transformative insights into leveraging data science to reshape marketing strategies. Covering a wide range of topics, from customer segmentation and predictive analytics to ethical considerations and future trends, this book is an indispensable tool for achieving strategic success in the evolving domain of data-driven marketing.

– Prof. Rui Nunes Cruz

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Editor/Author Biographies

Albérico Travassos Rosário, Ph.D. Marketing and Strategy of the Universities of Aveiro (UA), Minho (UM) and Beira Interior (UBI). With affiliation to the GOVCOPP research center of the University of Aveiro. Master in Marketing and Degree in Marketing, Advertising and Public Relations, a degree from ISLA Campus Lisbon-European University | Laureate International Universities. Has the title of Marketing Specialist and teaches with the category of Assistant Professor with Aggregation at IADE-Faculty of Design, Technology and Communication of the European University and as a visiting Associate Professor with Aggregation at the Santarém Higher School of Management and Technology (ESGTS) of the Polytechnic Institute of Santarém. He taught at IPAM-School of Marketing | Laureate International Universities, ISLA- Higher Institute of Management and Administration of Santarém (ISLA-Santarém), I was Director of the Commercial Management Course, Director of the Professional Technical Course (TeSP) of Sales and Commercial Management, Chairman of the Pedagogical Council, Member of the Technical Council, and ISLA-Santarém Scientific Researcher. He is also a marketing and strategy consultant for SMEs.

Rui Nunes Cruz, Assistant Professor at Universidade Europeia in Lisbon since 2001 and Integrated Researcher at UNIDCOM/IADE, has a PhD in Management and Marketing from the University of Sevilla, Spain. He also has a DEA from the same university and an MBA in Strategic Foresight at IESFF, Lisbon. With over 20 years of teaching experience at the service of several higher education institutions in the public and private sector, such as Atlantica University, polytechnic of Setútal and Polytechnic of Lisbon, currently accumulates teaching functions at ISECLISBOA. He has held academic management positions in some of the institutions where he has taught, having been the coordinator of the degree and scientific area at the Universidade Europeia and the coordinator of the CTesp of Communication and Marketing at ISECLISBOA. He was also a member of the Pedagogic and Scientific Councils of the European University for several mandates. He is the regent of several disciplines at IADE faculty. Actually teaches academic master's and global undergraduate programs taught in English and Portuguese in the areas of marketing, logistics & supply chain and Business Management. Also teaches subjects related with marketing and digital marketing in Executive Masters and post-graduation programs. Advisor and Tutor in master´s dissertations in the areas of marketing, digital marketing and entrepreneurship his research interests are in the areas of business strategy, strategic marketing, industrial and services marketing and relationship marketing and he has scientific articles published nationally and internationally and books published in Portugal and Angola. Professionally, he worked in the field of advertising at the service of large international agencies such as Publicis, ITT marketing services and BBDO in Portugal and abroad throughout the 80´s. He was also the marketing director of one of the largest Portuguese banking groups in the 90´s and a business consultant in the areas of strategy and innovation in the first decade of the 21st century.

Luis Bettencourt Moniz is a professor, author and founder of the foxp2 platform for the analysis of brand engagement in social networks. Invited Professor IPAM, UCP, Universidade Europeia, IADE and Escola Superior de Comunicação Social. He coordinates 3 graduate courses: Executive Master Digital Marketing in Universidade Europeia; Data Science Applied to Marketing in IPAM and Marketing Research and Analytics in IPAM. He has been dedicated to the areas of Marketing Analytics, Marketing Intelligence, Digital Marketing Metrics and Data Science Applied to Marketing. He holds a Master's degree in Information Management by NOVA IMS. He has a degree in Statistics and Information Management from Universidade Nova de Lisboa. He studied Philosophy at Universidade Católica Portuguesa. He was marketing director of SAS Software and ESRI. He is co-author of several books on Marketing Metrics. He is president of ALUMNI at NOVA IMS and vice-president of Data Science Portuguese Association (DSPA).

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